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Head-to-head · Web Analytics Tools

Google Analytics vs Mixpanel

  • Updated Nov 2026
  • Both researched from official sources
  • 6 checks side by side
Higher score Google Analytics #1 in Web Analytics Tools 9.4/10 Free plan Free plan✓ 4 of 5 features Visit Analytics
Mixpanel #4 in Web Analytics Tools 8.9/10 Free plan Free plan✓ 5 of 5 features Visit Mixpanel

Google Analytics leads on 0 checks, Mixpanel on 0, and 6 are even. Who comes out ahead on the 6 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreGoogle Analytics · 9.4/10
  • Free planboth
  • Most featuresMixpanel · 5 of 5

Google Analytics scores higher on our rubric for web analytics tools: 9.4 against 8.9 out of 10; our editors rank them #1 and #4.

On data retention, Mixpanel gives you Unlimited where Google Analytics offers Limited.

Google Analytics is the better fit for broad, cross-platform analytics at no cost. Mixpanel is the better fit for product analytics with replay and experimentation.

  • Google Analytics fits best

    Broad, cross-platform analytics at no cost

  • Mixpanel fits best

    Product analytics with replay and experimentation

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Side by side

Feature Google Analytics 9.4/10 Visit ↗ Mixpanel 8.9/10 Visit ↗
At a glance
Editor score 9.4 8.9
Ranking #1 in Web Analytics Tools #4 in Web Analytics Tools
Best for Broad, cross-platform analytics at no cost Product analytics with replay and experimentation
Pricing model Free plan + paid Free plan + paid
Starting price — $120/mo
Free plan ✓ ✓
Free trial — —
Deployment Cloud, Mobile Cloud
Platforms Web, iOS, Android Web, iOS, Android
Support Docs, Community Email, Community, Docs
Integrations 9 integrations 6 integrations
Built for Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Google Analytics 4/5 · Mixpanel 5/5
Event tracking ✓ ✓
Conversion funnels ✓ ✓
Session recordings Not checked yet ✓ (best)
Ecommerce tracking ✓ ✓
API access ✓ ✓
Specs
Monthly visitor limit Not checked yet Not checked yet
Data retention Limited Unlimited
Our review
Pros
  • Free GA4 properties support website and app measurement
  • Funnel, path, cohort, attribution, and ecommerce reporting
  • Extensive Google integrations plus BigQuery export and API access
  • Free plan includes up to 1M events and 10K session replays monthly
  • Combines funnels, retention, ecommerce, replay, cohorts, and experimentation
  • APIs connect analytics workflows with warehouses and marketing tools
Cons
  • Standard properties retain data for up to 14 months
  • Analytics 360 uses sales-led enterprise purchasing
  • Broad capabilities may require configurable event collection
  • Free usage is capped at 1M events per month
  • Growth pricing is usage-based rather than a single fixed monthly price
  • Enterprise requires contacting sales
Our verdict

Google Analytics is a web and app analytics platform for businesses, marketers, and product teams. GA4 properties collect interactions from websites and applications, then organize them into reports covering acquisition, engagement,…

Read the review →

Mixpanel is a behavioral and product analytics platform for teams analyzing websites, mobile applications, and digital products. Its event-based approach covers conversion funnels, retention, cohorts, segmentation, ecommerce activity,…

Read the review →
  1. Google AnalyticsWeb Analytics Tools 9.4Free plan
  2. MixpanelWeb Analytics Tools 8.9Free plan

Strengths and trade-offs

  • Google Analytics — where it wins

    • Free GA4 properties support website and app measurement
    • Funnel, path, cohort, attribution, and ecommerce reporting
    • Extensive Google integrations plus BigQuery export and API access

    Where it doesn't

    • Standard properties retain data for up to 14 months
    • Analytics 360 uses sales-led enterprise purchasing
    • Broad capabilities may require configurable event collection

  • Mixpanel — where it wins

    • Free plan includes up to 1M events and 10K session replays monthly
    • Combines funnels, retention, ecommerce, replay, cohorts, and experimentation
    • APIs connect analytics workflows with warehouses and marketing tools

    Where it doesn't

    • Free usage is capped at 1M events per month
    • Growth pricing is usage-based rather than a single fixed monthly price
    • Enterprise requires contacting sales
  • Google Analytics9.4/10 · Free plan

    A broad, no-cost analytics platform covering web, app, marketing, and ecommerce measurement.

    Visit AnalyticsFull verdict →
  • Mixpanel8.9/10 · Free plan

    A broad product analytics suite with replay, experimentation, APIs, and a free entry tier.

    Visit MixpanelFull verdict →

More comparisons

All web analytics tools comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026

Last updated · How we research and update